“Salesperson Attributions and Behavioral Intentions Scales 销售人员归因和行为意图量表（Dixon等，2001）”的版本间的差异

2017年6月7日 (三) 00:40的最新版本

简介

归因是指观察者为了预测和评价被观察者的行为，对环境加以控制和对行为加以激励或控制，而对被观察者的行为过程所进行的因果解释和推论。将归因理论应用于消费者行为问题研究是很常见的。在管理领域，以前的研究表明，销售人员的归因过程影响他们对成功和未来行为的预期。然而，没有公开的研究已经开发了测量方式，可用于检测对销售成功或失败的全部归因反应以及可能遵循此类归因的行为。

Dixon等（2001）开发并验证了一套完整测量销售成功和失败的归因和行为意图量表。首先对7位销售人员进行深度访谈，开发了归因和行为意图初始量表。随后，通过四个样本对量表进行验证，删除一些题目，最终，归因量表和行为意图量表的五个维度各五道题目。

信度与效度

Dixon等（2001）研究样本来源于一家财务500强的提供金融服务的公司，采取方便抽样方法，共抽取了1200销售人员。有效回收问卷228份，有效答复率19%。

验证性因素分析表明，对于成功的销售经验，χ²=218.5，df=120,p≤0.01；GFI=0.91；CFI=0.97；RMSEA=0.06，归因量表和行为意图量表的内部一致性系数分别为0.83和0.93,组合信度（composite reliability）分别为0.81和0.92；归因量表的各个分量表努力、能力、任务、策略和运气的内部一致性系数分别为0.83、0.89、0.89、0.88和0.93，各个量表的AVE分别为0.68、0。78、0.58、0.67和0.78，具有较好的区分效度；行为意图量表的各个分量表不做改变、加倍努力、改变策略、寻求帮助和情景规避的内部一致性系数分别为0.77、0.93、0.86、0.94和0.87，各个量表的AVE分别为0.61、0.73、0.66、0.77和0.76，具有较好的区分效度。

对于失败的销售经验，χ²=629.15，df=360,p≤0.01；GFI=0.85；CFI=0.96；RMSEA=0.06，归因量表和行为意图量表的内部一致性系数分别为0.89和0.94,组合信度分别为0.80和0.90。归因量表的各个分量表努力、能力、任务、战略和运气的内部一致性系数分别为0.94、0.94、0.89、0.92和0.90，各个量表的AVE分别为0.75、0.69、0.57、0.68和0.63，具有较好的区分效度；行为意图量表的各个分量表不做改变、加倍努力、改变策略、寻求帮助和情景规避的内部一致性系数分别为0.88、0.94、0.93、0.96和0.93，各个量表的AVE分别为0.56、0.76、0.70、0.77和0.78，具有较好的区分效度。

量表

请您根据自己的实际感受和体会，对下面75项描述进行评价和判断，并在最符合的数字上划○。评价和判断的标准如下：
1= "strongly disagree" and 6 = "strongly agree"

成功销售版本
1.I worked hard and it paid off.
2.I tried very hard to make this sale.
3.I put out a lot of effort for this sales call.
4.I put in the time needed to make the sale.
5.I gave the effort needed to make the sale.
6.My skills/knowledge made me succeed on this type of call.
7.I have the skills to be successful.
8.I have the necessary skills.
9.I have the knowledge and skills for success on this type of call.
10.My sales abilities led to my success.
11.Most reps find this type of call to be pretty easy.
12.This type of sales call is relatively easy for just about everyone.
13.It wasn't a very tough selling situation.
14.This was an easy selling situation.
15.Most reps find this sale easy to close.
16.My sales strategy was effective for this customer.
17.An appropriate selling strategy was used for this situation.
18.I picked the right strategy for this client.
19.My strategy was right for the client.
20.I used the right strategy for the situation.
21.It was just a lucky break.
22.I was lucky
23.Luckily, the sale just happened.
24.It just worked out by chance.
25.It was just good luck.

失败销售版本
1.I didn't work hard enough.
2.I really did not try very hard.
3.I didn't put out enough effort for this sales call.
4.I didn't put in the necessary time to make this sale.
5.I didn't put forth the effort needed to make this sale.
6.I need more skill and knowledge to be successful in this type of sales call.
7.I lack some of the necessary skills for this type of call.
8.I need to improve my skills to be successful in this type of call.
9.I need to increase my knowledge to be successful in this type of call.
10.I need to learn more in order to be successful in this type of call.
11.Sales reps find this type of sales call to be difficult.
12.This type of sales call is difficult for everyone.
13.Sales reps struggle with this situation.
14.This was a difficult selling situation.
15.Everyone finds this to be a tough selling situation.
16.My sales strategy was incorrect for this client.
17.A different selling strategy was more appropriate for this situation.
18.I used the wrong selling strategy for this type of sales call.
19.The sales strategy I used was not effective for this customer.
20.I picked the wrong strategy for this type of client.
21.It was just an unlucky break.
22.This situation was just an unlucky one.
23.As luck would have it, the sale just didn't happen.
24.The circumstances surrounding this call were unlucky.
25.It was just bad luck.

行为意图量表
1.I would put forth more time and effort.
2.I would work harder at making the sale.
3.I would work much harder.
4.I would put out greater effort.
5.I would put in more time.
6.I would seek assistance from someone else in our company.
7.I would get input from someone who may have had a similar experience.
8.I would seek advice in how to deal with the situation.
9.I would seek assistance in dealing with this situation.
10.I would get help from someone in the organization.
11.I would stay away from situations like this one.
12.I would avoid such situations in the future.
13.I would avoid similar situations.
14.I would not call on that type of prospect again.
15.I would not put myself in that situation again.
16.I would change the strategy that I use.
17.I would use a different strategy with this client.
18.I would approach the client differently.
19.I would adapt my strategy.
20.I would try a different tactic with the client.
21.I would do the same thing.
22.I would not change anytbing I did.
23.I would do tbings pretty mucb tbe same.
24.I would not change anytbing very mucb.
25.I would not do anytbing differently.

计分方法

销售人员归因量表包括努力、能力、任务、策略和运气五个分量表，成功销售和失败销售两个版本，每个版本共25道题，可以计算各个量表所包含题目的总分和平均分。
努力归因量表：共5道题，包括第1-5题。
能力归因量表：共5道题，包括第6-10题。
任务归因量表：共5道题，包括第11-15题。
策略归因量表：共5道题，包括第16-20题。
运气归因量表：共5道题，包括第21-25题。

销售人员行为意图量表包括不做改变、更加努力、改变策略、寻求帮助和情景规避五个分量表，共25道题，可以计算各个量表所包含题目的总分和平均分。
不做改变量表：共5道题，包括第1-5题。
加倍努力量表：共5道题，包括第6-10题。
改变策略量表：共5道题，包括第11-15题。
寻求帮助量表：共5道题，包括第16-20题。
情景规避量表：共5道题，包括第21-25题。

量表出处

Dixon, A. L., Spiro, R. L., & Jamil, M. (2001). Successful and unsuccessful sales calls: Measuring salesperson attributions and behavioral intentions. Journal of Marketing, 65(3), 64-78.

友情提醒

为方便学术研究，根据公开发表的学术成果整理而成，供学者在学术研究中使用， 商业使用请与原作者联系。为了尊重作者的劳动成果， 请根据量表出处规范引用，谢谢！